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For B2C Marketing Professionals

Be A Loyalty Company, Not A Company With A Loyalty Program

Vision: The Customer Loyalty Playbook

January 31, 2017

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This is the Vision report in The Customer Loyalty Playbook For 2018.

Why Read This Report

Customer loyalty strategies come with a lot of baggage: They are synonymous with points and discounts. But it's time for a reality check. Loyalty is both behavioral and emotional, and companies that really want to compete for their customers' loyalty need an evolved approach that extends beyond a loyalty program designed around transactional rewards. This report helps B2C marketing pros evolve their outdated thinking around loyalty and build a strategy based in customer insight that meaningfully acknowledges and reinforces customer relationships. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Business Success Hinges On Driving Customer Loyalty
  • Embed And Integrate Loyalty; Don't Isolate It
  • Use Loyalty Insights To Put The Customer Back In Customer Loyalty
  • Recommendations

  • Don't Wait For A Top-Down Mandate To Get Started
  • What It Means

  • Loyalty Is A Phoenix Rising From The Ashes
  • Supplemental Material
  • Related Research Documents

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